Marketing strategyaugust 29, 2011

2

ContentsobjeCtiveCHallengesaPProaCHMarketing strategYsoCial strategYrolloUt Planbigger iDeas

3

objeCtives

4

objeCtives

Carve out a unique position through loyalty-based value proposition

Drive acquisition (10,000 new users by 2012)

become the most loved entertainment community in the world

5

CHallenges

6

CHallengeson getting to 10,000

- Nobody has heard of the FlickMe brand or the unique marketplace differentiators

- the product is awesome, but lacks a brand “personality”

- No huge traditional media spend

- Large players have a huge head start in acquiring users

7

CHallengesHulu

Popular site offering free & premium access

to current shows & movies

NetflixWorld’s largest online movie rental service

despite limited selection of shows & movies

amazon instant videoOffers large selection of movies & shows to Prime members & on

PPV basis

itunesOffers limited selection of past shows & movies to

large, built-in music customer base

1mm registered usersCurrent network tv showslimited, largely indie moviesMonthly rate model

25mm registered usersPast network & cable seasonslimited new movie releasesMonthly rate model

owned their own content, rolling out social features to

boost growth, limited selection of largely indie movie titles

large userbase, targeted at

“bargain” type of content vs quality,

selection isn’t current, no social

features

Brands & AffiliatesBeginning to roll

out streaming sites offering premium shows & movies

Deals with Cbs, nbC & Universal arebuilding the library of

content, amazon’s vast userbase offers

conversion advantage

4mm registered usersPast network & cable showslimited newer movie releasesPPv model

Cable affiliates & media companies are beginning to roll out

their own licensed sites with long & short form

content

ones to watch:VuduHBOgoMaXgogoogle tV

200mm+ est registered usersPast network & cable showsample newer movie releasesPPv model

Deals with all of the top movie studios, massive distribution

via iPhone/iPod/apple tv product success, cannot enter gaming

consoles

8

aPProaCH

9

aPProaCHPHilosoPHY

as a lean startup, we must optimize all owned and earned media channels prior to engaging in paid media efforts.

Building strong community relationships and fostering a continued dialog with our target consumers will significantly impact all downstream lead generation, brand visibility & user retention efforts.

10

aPProaCHall Marketing efforts MUst

- Drive awareness & acquisition- get people to spread the message- Clearly communicate the product benefit- Be attractive to brand partners & influencers- Lend themselves to earned media/press opportunities- try to put a smile on users’ faces

11

aPProaCHWHat is fliCk Me?

What do fans of entertainment want more than anything? to break down the barrier of Hollywood, interact with their favorite stars & talk about their favorite moments.

The top films have millions of passionate social media fans regularly checking in, hungry for more interaction.

Welcome to the place where you get rewarded for wanting to do just that...

12

Marketing strategY

13

Marketing strategYbranD DireCtion

the insightFlickMe isn’t just a collection of movies and features. It’s a social watching companion. It loves movies just like you do. In fact, it loves movies so much that it wants to give you stuff just for watching your favorite movies with your friends.

the big ideathere’s a reason it’s called FlickMe and not “Moviesreward”. It’s not just a nameless, faceless, functional experience. It’s fun and easy to like.

fliCkMe: WHere Movies love YoU baCk.

14

Marketing strategYa comprehensive strategy will include owned, earned and paid media elements all working in conjunction to push the brand message.

an above the line campaign alone will not drive mainstream installs and engagement. the message needs to be socially reinforced by peers and credible, influential sources.

Online influencers & social networks act as a viral launch pad to drive awareness beyond just the first generation of paid media views. Proper activation of influencers will be the key to driving massive adoption of new users.

oWneD

PaiDearneD

sign-UPs

sHaring WitH frienDs

sHaring WitH frienDs

15

Marketing strategY

- Create content calendars & optimize communication across social media portals

- Launch weekly e-newsletter to engage latent users to visit site & make a purchase

- Optimize social platforms for fanconversion

- Optimize product for search relevance

oWneD

PaiD

sign-UPs

oWneD earneD PaiD

- Build relationships with industry bloggers, tweeters & influentials to gain social media exposure around press releases

- Partner with emerging technologies to bring “first to market” executions & create industry media angles

- Capitalize on organic news cycle to create relevant content & maintain credibility in the blogging community

- utilize “pay for performance” media vehicles to launch small media spends optimized for downstream product conversion

- Activate external influencer networks to spread promotions & drive new user sign-ups

- Incentivize social media growth through rolling contesting & creative updates on product site & social media portals

16

Marketing strategY

oWneD

sign-UPs

aWareness

ConsiDeration

Conversion

loYaltY

aDvoCaCY

each arm of the marketing effort will have specific KPIs leading to its own unique conversion funnel.

By carefully monitoring and testing these variables, we can gain insight into which messages & media vehicles provide the best rOI for our objectives - be it user acquisition or building quick reach for promotions.

1%

9%

90%

17

soCial strategY

18

soCial strategYtHe netWork effeCt

90% of consumers online trust recommendations from people they know.

81% receive purchase recommendations from friends on social networks.

74% of those who receive advice found it to be influential in their purchasing decision.

83% said they are interested in sharing information about their purchases with people they know.

* WOMMa, 2010

19

soCial strategY

20

soCial strategYUser aCtivation floW

oPtiMiZation

ProMotion

Conversion

21

rolloUt Plan

22

rolloUt PlanPHase 1:aWareness

MontH 1

PHase 2:engageMent

MontHs 2 MontH 3

PHase 3:ProMote Conversion

MontH 4

IDeNtIFyINFLueNCers tO target

BuILD sOCIaL MeDIa PreseNCes & eMaIL teMPLate

IDeNtIFy teCHNOLOgy PartNers tO target

IMPLEMENT KEY MONItOrINg tOOLs

CONCePt INFLueNCer eNgageMeNts & BegINONBOarDINg

BegIN PaID aCQuIsItION sPeNDs & sOCIaL PLatFOrM CONtestINg/PrOMOtION

FINaLIZe teCH & traDe PartNersHIPs

ATTEND & SPEAK AT BAY AREA TRADE & startuP eVeNts

LauNCH INCeNtIVIZeD INFLueNCer PrOMOtIONs

re-target eXIstINg sOCIaL PLatFOrM FaNs WItH PrOMOtIONaL assets

“PayOFF” FOr aNy teCH PartNer PrOMOtIONs

tHrOW Bay area sOCIaL eVeNt tO CuLMINate reaCHINg 10,000 sIgNuPs & FurtHer Our BraND IN tHe teCH COMMuNIty

USERS1,500 4,500 8,500

10,000

23

bigger iDeas

24

bigger iDeas“let’s fliCk” WatCH PartY

to drive sign-ups of FlickMe, we’ll set up a realtime viewing event for a selected movie a la turntable.fm for videos.

We’ll pick an older but popular film in hopes of nabbing one of the film’s cast (or a YouTube influencer) as our watch party host.

the host will mobilize fans to sign up to attend the party and will provide real-time incentives to viewers throughout the event.

25

bigger iDeas“let’s fliCk” WatCH PartY

the featured talent will host a livestream and ask viewers trivia during “commercial breaks” when we can sneak preview upcoming trailers for the studios.

to maximize awareness, we’ll instruct viewers to tweet the #flickme hashtag to qualify for awards and the ongoing twitter conversation stream.

26

bigger iDeasvirtUal sCavenger HUnt

to drive video views on FlickMe, we’ll set up a virtual scavenger hunt that will lead to a grand prize like a branded XBOX or iPad. We’ll release clues for the scavenger hunt through our social media channels:

“Check-in to the robert DeNiro movie where he plays a disgruntled father & ex-CIA operative. The first one.”

the applications of this contest mechanism is are endless and will ensure people get hooked using the service while driving viral engagement and fan frenzy.

27

bigger iDeasvieWer vote ProMotion

Focused on driving a large number of organic social mentions, this promotion will pit two similar genre titles against each other in a social media face-off on the FlickMe.com homepage.

each title will earn one point per tweet, email or Facebook like/share earned and these totals will be reflected in real-time in a creative graphic.

the winning title as of midnight will be featured at a discounted rate for the following 24 hour period via a code that is emailed out to registered members.

28

bigger iDeastrailer breakDoWn

Focused on building brand value in the community and creating more content for the FlickMe brand, we can have in-house staff or friends help create detailed breakdowns of movie trailers immediately as they are released or leaked.

This will capitalize on the traffic as people search for the trailer online and will help bring new users under the social media umbrella for FlickMe to retarget.

If successful, ultimately this series could be something we partner with a youtube up-and-comer to produce each week.

29

bigger iDeasviral viDeo series

Focused on building brand value in the community and creating more content for the FlickMe brand, we can have in-house staff or friends help create a series of funny videos to help promote the FlickMe brand.

The underlying concept tying the films would be the referral program and how all movies would be better if they had deals like FlickMe.

30

bigger iDeasviral viDeo series

two teenagers are waiting in line outside a theater. the total? $40. One looks sheepishly into his pockets, pulls out a few dol-lars and says he doesn’t think he has enough money. the movie attendant points to a big sign that says:

“Bring a friend and get 80% off your tickets.”

The two friends hi-five and walk into the theater. The screen cuts to black and the voiceover/logo.

“all movies would be better if they were like FlickMe.”

31

bigger iDeasinflUenCer sUMMit

Focused on enabling top-tier influencers to build an emotional connection with FlickMe, the summit will facilitate authentic relationships and build massive brand value.

Influencers will be given an opportunity to meet & greet with studio executives from some of FlickMe’s top partners and will get behind-the-scenes look at the companies, products, brands and entertainment partners that make up FlickMe.